Liverpool FC and Kodansha announce long-term partnership extension

One of the largest publishing houses in Japan, Kodansha and English professional football club Liverpool FC (LFC) have announced the signing of a multi-year contract extension deal. First started in 2021, this contract renewal shows Kodansha’s commitment to the future of the club and its desire to create a legacy with LFC.

The new extension sees the Japanese publisher extend its relationship with LFC to incorporate both the men’s and women’s teams, which will help to support the continued growth of Liverpool FC Women.

The partnership strives to “Inspire Impossible Stories” by inspiring future generations through its work in the community and, through the “Creative Works” programme alongside the LFC Foundation, it provides children and young adults with a chance to express themselves through creativity and storytelling.

This new, long-term commitment will see the programme’s expansion into the USA, as Kodansha and the LFC Foundation will look to build on the impact they have already made in the UK.

Through this partnership, LFC will continue their support for Kodansha to drive brand awareness globally and reach unconnected audiences, all the while helping to inspire a younger generation. In this period, LFC and Kodansha have connected with more than 850 schoolchildren in Liverpool, while helping almost 40 young people graduate through the Creative Works programme.

Kodansha-Liverpool FC deal: A conversation with Akiko Kamiya — Deputy Director of Kodansha Ltd

Most recently, the club, Kodansha and the LFC Foundation exhibited within the famous Tate Liverpool, providing a chance for local children, artists and visitors to be inspired, creative and enjoy art.

Speaking about the renewal, Ben Latty, commercial director at Liverpool FC, said: 

“We are delighted to announce the extension of our partnership with Kodansha, even more so following on from the incredible displays in Tate Liverpool a few weeks ago. Our activations with Kodansha over the last two years truly embody the term ‘partnership’. There is a true alignment in values between LFC and Kodansha, which we are excited to build upon.

“This extension will see significant support and focus on the brilliant work of LFC Foundation and see us expand that work into the USA. It’s also pleasing to see Kodansha extend their support of the club to both the men’s and women’s teams.”

Tokuo Kanemaru, Senior Vice President and COO at Kodansha, added: 

“We take great pride in the extension of this agreement, which allows us to be a part of Liverpool FC’s illustrious history and to leave our legacy. Let’s continue to join hands and inspire people all over the world together.

“Furthermore, our partnership with the women’s team is profoundly meaningful to us. We hope that this partnership will serve as a catalyst for their further achievements and will continue to captivate audiences with its creativity.”